The Study On The Recommendation System's Influence Of The Consumer Purchase Decision

In recent years,with the rapid development of the Internet,China has entered a new era of " Internet plus",and the Internet thinking is deeply rooted in the hearts of the people.Online shopping has become a universal trend and gradually become the mainstream consumption pattern.With the increasing of e-commerce site,they provide consumers with vast amounts of goods to choose.But at the same time,it also caused the information overload,which brings a heavy burden for consumers to choose goods.So the major e-commerce sites launched recommendation systems for consumers to provide personalized recommendation in the process of buying goods online.The ultimate goal of electronic commerce is the sale of goods,and to provide personalized recommendation for users is to influence consumers' purchase decisions and promote consumers' purchase behavior and enhance the sales profit.Therefore,this study is of great significance to improve the accuracy of recommendation, improve recommendation quality and improve the overall sales of web site. This study not only enriches the empirical research of the relationship between recommendation system and the purchase decision,but also provides a certain theoretical basis for the future research.This article mainly from two aspects, one is the recommended system itself characteristic, the other is consumer and recommendation system interaction characteristic,has carried on the empirical research to the electronic commerce recommendation system's influence on purchase decision.This study put forward the electronic commerce recommendation system's influence on the consumer purchase decision model and the research hypothesis on the basis of previous scholars' study, and through the network form of recycling the 184 valid questionnaires and use spss20.0 make statistical analysis on the collected data.This study concluded that the electronic commerce recommendation system has a significant influence on purchase decisions by using the empirical analysis. First of all,for the characteristic of the recommendation system,we confirmed the website image,the individuality of the output and the output information's form of choreography have positive influence on purchase decisions,but information overload can produce negative negative impact for purchase decisions. Second, for interactive features, we confirmed the familiarity of recommender systems and consumers' trust have positive influence on purchase decisions.According to the conclusion, this study offers the following suggestions for e-commerce sites to improve recommend system's effect.First, perfect the personalized recommendation service; Second, enhance consumers' trust;Third, improve consumers' familiarity of recommendation system;Fourth, creating good website image; The fifth, make a reasonable and orderly arrangement for recommend information;Sixth, concise recommendation information and avoid redundancy.